The Melbourne Flower Market wanted to develop a range of marketing material to remind people of the beauty and value of fresh cut flowers – especially when choosing gifts for special occasions. Asked to brainstorm concepts and words to reiterate this message, ‘Discover the Power of the Flower’ was coined, an overarching line that could be used either as a headline or tagline, depending on the application. A campaign was created to promote fresh cut flowers as the perfect gift for Valentine’s Day, reminding audiences that flowers still hold the greatest ‘cred’ when it comes to romance. The playful tone of voice was teamed with quirky illustrations to create marketing collateral that included digital, social media, flyers, posters and giant banners displayed at the Melbourne Flower Market.